9 Tips On Hosting Your Next Showcase

Being involved in the meetings and events industry, I am very fortunate to attend showcases, famils, venue launches, menu tastings and events. The ones that stand out, are the ones which have been delivered seamlessly and with special points of difference, be it the entertainment, the catering or the styling.
 
Here are some basic pointers to ensure your get your return on investment and that you host a night your guests will always remember.
 
Identify your aims 
 Put pen to paper and identify what your aim is for hosting the showcase.  Make the objective clear in your mind, so all staff have the same vision and understand the end game.
 
Create a schedule
 Allocate your showcases at the start of the year while you are mapping out your annual sales and marketing strategy. Certain industries/market segments will trend towards booking their events at specific times of the year – identify these as opportunities, so you can be strategic with the guest list.
 
Check what else is on
 Compare your annual schedule of showcases with other events that are happening on that evening / week / month to ensure that there are no calendar conflicts that may result in poor attendance.  A great tip for this is to also log your competitor showcases through out the years - giving you a 'when not to' road map to use in the future.
 
Develop your guest list
 Balance your guest list to ensure that you have a great mix of both qualified event buyers (you should aim to invite those guests that organise multiple events throughout the year) as well as industry partners / supporters, press and bloggers to give your event maximum exposure.
 
Create a budget
 In mapping out your yearly sales and marketing strategies, you will also need to outlay a budget. If you do not have the funds to roll out an impressive showcase, look at combining forces with an industry partner that you can share the costs / workload with.
 
Partner with likeminded suppliers
 It is imperative to associate your hospitality business with suppliers that are a good fit for your brand. Don’t work with sub-par contractors for any part of your event – faulty equipment, shoddy entertainment or rude staff provided by other suppliers could all reflect badly on your showcase and your brand.
 
Welcome your guests
 A short welcome speech at the start of the event should aim to focus your guests on your aims / value propositions and points of difference, as well as thanking them for their time.
 
Something to take away
 Marketing collateral and business cards should be readily available for guests to take away with them and if budget allows, a branded corporate gift or signature food item, is a nice gesture to thank guests for their time and to reinforce your brand.
 
Post event follow up 
 Following up with your guests post event is critical in identifying any opportunities for your business. The prospect or client has already seen your product / services in action, so now is the time to ask all of the right questions about their events calendar so that you can put forward the perfect proposal. A personalised thank you note, followed by a phone call, would be a great place to start.
 
 Summary
 Showcases are an expensive sales and marketing exercise for events businesses, so it pays to take a planned approached, right from the start of the year. Hosting an incredible showcase of your venue or hospitality business is such an effective way to reach prospective clients.

If your business needs assistance in developing a truly effective showcase, contact the team at Conversion Management for solutions.